A Conceptual Framework of Extending the Theory of Planned Behavior

International Journal of Business and Social Science

Vol. 5, No. 12; November 2014

A Conceptual Framework of Extending the Theory of Planned Behavior: The Role of Service Quality and Trust in the Consumer Cooperatives Norazlan Hasbullah Prof. Dr. Abdul Jumaat Mahajar Dr. Mad Ithnin Salleh Faculty of Management and Economics Sultan Idris Education University 35900 Tanjong Malim Perak, Malaysia

Abstract The Theory of Planned Behavior (TPB) has been parsimonious, empirically supported, widely cited, most prominent, most compelling and well established model for predicting intentional behavior. Despite its comprehensive and valid prediction on behavior, TPB has received many debates and criticism on its narrow sufficiency of the three original components constructs of attitude, subjective norms and perceived behavioral control. This article discusses on the empirical support of various authors that recognized other relevant external factors to be considered in addition to the original model and considerations of developing a conceptual framework byadding service quality and trust in predicting loyalty intention in the consumer cooperatives using the extended theory. Keywords: Theory of Planned Behavior, Theory of Reasoned Action, Attitude, Subjective Norms, Perceived Behavioral Control, Consumer Cooperatives, Intention, Loyalty.

1.0 Introduction The Theory of Planned Behavior or also referred to as TPB (Ajzen, 1985) has been useful and considered one of the most influential models in predicting social behaviors(Ajzen, 2011). It were found to be widely cited across domains to help in the understanding of many issues and problems of the societies(Armitage & Conner, 1999; Arnscheid & Schomers, 1996; Bansal & Taylor, 2002; Boldero, Sanitioso, & Brain, 1999; Conner, Black, & Stratton, 1998; Conner, Sherlock, & Orbell, 1998; De Vroome, Stroebe, Sandfort, de Witt, & Van Griensven, 2000; Giles & Pringle, 2004; Hillhouse, Adler, Drinnon, & Turrisi, 1997; Kaiser, Woelfing, & Fuhrer, 1999; Lam & Hsu, 2006; Morrison, Gillmore, Simpson, & Wells, 1996; Norman, Conner, & Bell, 1999; Oh & Hsu, 2001; Pavlou, 2003; Quine & Rubin, 1997; Quine, Rutter, & Arnold, 1998; Sparks & Guthrie, 1998; Trafimow & Finlay, 1996; Vincent, Peplau, & Hill, 1998; Warburton & Terry, 2000). As people may lack complete volitional control over behavior, TPB becomes the successor of the Theory of Reasoned Action (TRA) by adding the Perceived Behavioral Control constructs (Ajzen, 2002) and PBC thereafter has improved the predictions of intentions (Ajzen & Madden, 1986). 1.1 Background of Study Cooperative is defined as an autonomous association of persons united voluntarily to meet their common economic, social, and cultural needs and aspirations through a jointly-owned and democratically-controlled enterprise(International Cooperative Alliance, 2005). Cooperatives are distinct type of organization owned and controlled by its members, who are the users or workers, and are formed to meet their common interests and abide by the seven cooperative principles (International Cooperative Alliance, 2005).

142

© Center for Promoting Ideas, USA

www.ijbssnet.com

Consumer cooperatives are a cooperative business owned by its members, aimed at providing services rather than making profits. It takes shape of retail outlets such as mini markets, supermarkets, convenience stores, gas stations, furniture stores and others. This retail outlets are operated, owned and managed by the members (Arthur & Sheffrin, 2003). Consumer co-operatives play an important role in providing the daily needs of goods and services to its members and non-members at a reasonable price.

2.0 Literature Review 2.1 The Constructs of the Theory of Planned Behavior (TPB) TPB consists of three constructs, the first construct is Attitude which is define as the degree to which a person evaluate or appraise the behavior in question to favorable(Crano & Prislin, 2006) or unfavorable captured in a dimension of pleasant or not pleasant, good or bad, harmful or beneficial like or dislike(Ajzen, 2001).According to Rosenberg (1960), the person’s attitude toward the object will mediate all responses to that object. Many researchers have found the strength of relationship of attitude to explain behavior (Ajzen & Driver, 1992; Crano & Prislin, 2006). Behavior was found to be stemming from attitude but not part of attitude (Ajzen & Fishbein, 1980; Lutz, 1977; Verplanken, 1998;Zajonc, 1982). Attitude may suggest and be the primary determinant of intentions (Rise, Astrom, & Sutton, 1998; Sheeran, Norman, & Orbell, 1999;Sparks & Guthrie, 1998). Subjective Norms (SN) is the second construct, explained as different social references that exert influence or social pressure to perform a behavior(Dulany, 1968). TPB suggested that one can form a belief based on what other people (important others) expect us to do or based on the observation on the action of the important others. People will possess favorable attitude on certain object, but if the important others pressures not to do it, people will then have negative attitude towards the behavior(Cialdini, Reno, & Kallgren, 1990; Fishbein & Ajzen, 2010). The Perceived BehavioralControl (PBC) was an addition to the previous model of Theory of Reasoned Action (Ajzen & Madden, 1986) and became the third construct of TPB.Perceived behavioral control indicates the perceived belief of easiness or difficultness in performing behavior. It is also a reflection of beliefs of the availability of resources and opportunities in order to perform the behavior (Ajzen, 1991; Taylor & Todd, 1995). It explains that, when a person does not have volitional control, it may limit the prediction of behavioral intentions and behavior(Ajzen, 1991; Taylor & Todd, 1995). Therefore the Theory of Planned Behavior (TPB) has been proposed to remedy this problem which was not addressed in the Theory of Reasoned Action (TRA) earlier(Ajzen, 1985). Perceived BehavioralControl (PBC) is important in explaining people’s behavior especially when they do not have whole control due to situational factor (Chiou, 1998). For example, in carrying out a purchase, people needs to find more resources before committing to buy, for instance time, information, knowledge, self-confidence and so on. In the investigation of 169 undergraduates’ psychological students’ intention to attend lectures, Perceived Behavioral Control (PBC) has improved intentions predictions with correlation R increasing up to 24 %. Perceived Behavioral Control (PBC) has also gained significant prediction in other studies (Armitage & Conner, 2001; Godin & Kok, 1996; Notani, 1998;Rise et al., 1998; Sheeran & Taylor, 1999). TPB has also been witnessed to be more superior model as compared to the previous Theory of Reasoned Action (TRA) (Armitage & Conner, 1999; Mummery, Spence, & Hudec, 2000; Netemeyer, Andrews, & Durvasula, 1993; Norman, Conner, & Bell, 2000; Symons, Taber, Evenson, Leiferman, & Yeo, 2012). Despite its strength to predict intention, TPB has been much argued and debated on the sufficiency and the need for external variables that can help to further improve the prediction of intentions. The discussion comes as follows. 2.2 Evidences of Extending the Theory of Planned Behavior Even though TPB has well been accepted as a model with strong predictive utility (Sheppard, Hartwick, & Warshaw, 1988), well established model for prediction of intention(Biddle & Nigg, 2000), good empirical support (Godin & Kok, 1996)meta-analyses evident in its predictive ability (Conner & Armitage, 1998; Rise et al., 1998; Sheeran & Taylor, 1999), existence of PBC as non-volitional behaviors that eliminates the need for external variables (Ajzen, 1991)parsimonious model(Abraham & Sheeran, 2003), some researchers on the other hand, insisted on their arguments on the narrow view of the TPB’s sufficiency and suggested relevant external factor by modifying the existing theory to increase the predictive ability on intention (Armitage & Conner, 2001; Rivis & Sheeran, 2003). 143

International Journal of Business and Social Science

Vol. 5, No. 12; November 2014

For example, TPB was modified by including additional predictors such as moral norms (Ajzen & Driver, 1992); social support (Courneya, Blanchard, & Laing, 2001; Rhodes, Courneya, & Jones, 2002), past behavior(Bamberg, Ajzen, & Schmidt, 2003); self-identity(Sparks & Shepherd, 1992; Terry, Hogg, & White, 1999)personality traits (Conner & Abraham, 2001)anticipated regret (Richard, de Vries, & van der Plight, 1998) moral obligation (Beck & Ajzen, 1991). A study on additional external variable of self-identity on low fat diet consumption among UK consumers has improved intentions (Sparks & Guthrie, 1998). The result was also likewise in a similar survey done in Denmark and Finland, and therefore TPB was even suggested to add self-identity as a core component of the theory in predicting behavioral intentions (Sparks & Shepherd, 1992). On the other hand, past behavior has also been witnessed to predict intentions beyond the three components of the TPB model (Bagozzi, Baumgartner, & Yi, 1991) Conner and Armitage (1998) has also evidenced the meta analysis support for including six variables into the original TPB model, which is the moral norms, self-identity, past behavior habit, self-ability, affective beliefs, belief salience measures. Acknowledging this limitations,Ajzen (1991) summarized “… the theory of planned behavior is, in principle, open to the inclusion of additional predictors if it can be shown that they capture a significant proportion of the variance in intention or behavior after the theory’s current variables have been taken into account”. This suggestion has provided flexibility and encouragement to numerous future researches in various contexts of the societies.Furthermore, with significant research findings in the future, this theory can be expandedfrom its original components and promotes to the reliability and accuracy in predicting intention and behavior across industries. 2.3 Service Quality and Loyalty Intention According to Edvardsson (1998), service quality can be described as the services that is aligned with customer expectations and fulfill their needs and requirements. This means that achieving the expectation is important in order for a product to be categorized as having a good service quality and on the other hand; the product is equipped to meet the standard of the needs and desires of the customer. Thus, in today’s world, it is important that customer orientation is important for business to be success and many organizations has consider the necessity of service quality in customer perspective (Parasuraman, Zeithaml, & Berry, 1985; Sureshchandar, 2000).Many research has describe the link between service quality and customer loyalty (Bloemer & Ruyter, 1998; Boulding, Kalra, Staelin, & Zeithaml, 1993; Cronin & Taylor, 1992; Lount & Robert, 2010; Zethaml, Berry, & Parasuraman, 1996). 2.4 Trust and Loyalty Intention Trust acts as the basis of loyalty(Berry, 1993) and has been an underlying issue in cooperatives (Othman, Kari, Jani, & Hamdan, 2012). Members are reluctant to invest in coops if they do not trust the cooperatives(Von Pischke & Rouse, 2004). If trust does not exist, it is the reason why people would stop buying and it affected people to purchase(Lee & Turban, 2001; Reichheld, Robert, & Hopton, 2000). Customer would unlikely be loyal to the service provider if they do not have the trust(Mooreman, Deshpande, & Zaltman, 1993; Morgan & Hunt, 1994).

3.0 Conclusion TPB has well been accepted as a model with a strong predictive utility and a well-established model for prediction of intention. Despite its valid prediction, some researchers have arguedand criticized on the narrow view of the TPB’s sufficiency and suggested relevant external factors beyond the three component model to help in improving the predictive ability on intention. Recognizing this limitation, Ajzen (1991)has welcomed the suggestion on the improvement of the theory whereby TPB may include external predictors beyond the three core components of attitude, subjective norms and perceived behavioral control as long as the additional variable can provide a significant variance apart from the original constructs. Therefore, this studywill incorporate additional external variables, namely, service quality and trust as an extended TPBbased on the suitability and significant of the constructs as cited by many authors to predict loyalty intention to be investigated in the consumer cooperatives. This study will also test if service quality and trust can fit to show any significant variance in order for TPB to be extended and improved to suit the environment of Malaysia. 144

© Center for Promoting Ideas, USA

www.ijbssnet.com

Figure 1: The Theory of Planned Behavior (Ajzen, 1985)

Figure 2: The Extended Theory of Planned Behavior

References Abraham, C., &Sheeran, P. (2003). Acting on intentions: The role of anticipated regret. British Journal of Social Psychology, 42, 495-511. Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. Berlin, Heidelber, New York: Springer-Verlag. Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Process, 50(2)(179-211). Ajzen, I. (2001). Nature and operations of attitudes. Annual Review of Psychology, 52, 27-58. Ajzen, I. (2002). Perceived Behavioral Control, Self-Efficacy, Locus of Control, and The Theory of Planned Behavior. Journal of Applied Social Psychology, 28, 1393-1410., 32(4), 665-683. 145

International Journal of Business and Social Science

Vol. 5, No. 12; November 2014

Ajzen, I. (2011). The theory of planned behaviour: reactions and reflections Psychology and Health, 26(9), 1113 1127. Ajzen, I., & Driver, B. L. (1992). Application of the theory of planned behaviour to leisure choice. Journal of Leisure Research, 185-204. Ajzen, I., &Fishbein, M. (1980). Understanding attitudes and predicting social behaviour. Englewood Cliffs, NJ: Prentice Hall. Ajzen, I., & Madden, T. J. (1986). Prediction of goal directed beahvior: Attitudes, Intentions, and Perceived Behavioral Control. Journal of Experimental Social Psychology, 22(5), 453-474. Armitage, C. J., & Conner, M. (1999). Distinguish perceptions of control from self-efficacy: predicting consumption of a low-fat diet using the theory of planned behaviour. . J. Appl. Soc. Psychol., 29, 72-90. Armitage, C. J., & Conner, M. (2001). Efficacy of the Theory of Planned Behaviour : A Meta-Analytic Review. British Journal of Social Psychology, 40(471-499). Arnscheid, R., &Schomers, P. (1996). Attitude and performance in groups : a test of the theory of planned behaviour on basketball players. Z. Sozialpsychol, 27, 61-69. Arthur, O., &Sheffrin, M. S. (2003). Economics: Principle in Action. Needham, MA: Prentice Hall. Bagozzi, R. P., Baumgartner, H., & Yi, Y. (1991). Coupon Usage and the Theory of Reasoned Action. Advances in Consumer Research, 18(1), 24-27. Bamberg, S., Ajzen, I., & Schmidt, P. (2003). Choice of travel mode in the theory of planned behavior: The roles of past behavior, habit, and reasoned action. . Basic and Applied Social Psychology, 25, 175-188. Bansal, H. S., & Taylor, S. F. (2002). Investigating Interactive Effects in the Theory of Planned Behaviour in a Service Provider Switching Context. Psychology and Marketing, 19(5), 407-425. Beck, L., &Ajzen, I. (1991). Predicting Dishonest Actions Using the Theory of Planned Behavior. Journal of Research in Personality, 25(3), 285-301. Berry, L. L. (1993). Playing Fair in Retailing. Arthur Anderson Retailing Issues Newsletter, 5. Biddle, S. J., &Nigg, C. R. (2000). Theories of exercise behavior. International Journal of Sport Psychology, 31, 290-304. Bloemer, J., &Ruyter, K. D. (1998). On the relationship between store image , store satisfaction and store loyalty. European Journal of Marketing, 32(5/6), 499-513. Boldero, J., Sanitioso, R., & Brain, B. (1999). Gay Asian Australians’ safer sex behaviour and behavioural skills: the predictive utility of the theory of planned behaviour and cultural factors. J. Appl. Soc. Psychol., 29, 2143-2164. Boulding, W., Kalra, A., Staelin, R., &Zeithaml, V. (1993). A dynamic process model of service quality: From expectations to behavioral intentions. Journal of Marketing Research, 30(February), 7-27. Chiou, J. S. (1998). The Effects of Attitude, Subjective Norm, and Perceived Behavioral Control on Consumers’ Purchase Intentions: The Moderating Effects of Product Knowledge and Attention to Social Comparison Information. Proc. Natl. Sci. Counc. ROC (C), Vol. 9(2), 298-308. Cialdini, R. B., Reno, R. R., &Kallgren, C. A. (1990). A focus theory of normative conduct: Recycling the concept of norms to reduce littering in public places. . Journal of Personality and Social Psychology,, 58, 1015–1026. Conner, M., & Abraham, C. (2001). Conscientiousness and the Theory of Planned Behavior: Toward a More Complete Model of the Antecedents of Intentions and Behavior. Pesonality and Social Psychology Bulletin, 27(11), 1547-1561. Conner, M., & Armitage, C. J. (1998). Extending the Theory of Planned Behavior: A Review and Avenues for Future Research. Journal of Applied Social Psychology, 28, 1393-1410., 28(15), (1429-1464). Conner, M., Black, K., & Stratton, P. (1998). Understanding drug compliance in a psychiatric population: an application of the Theory of Planned Behaviour. Psychol. Health Med., 3(337-44). Conner, M., Sherlock, K., &Orbell, S. (1998). Psychosocial determinants of ecstacy use in young people in the UK. Br. J. Health Psychol, 3, 295-317. Courneya, K., Blanchard, C. M., & Laing, D. M. (2001). Exercise adherence in breast cancer survivors training for a dragon boat race competition: a preliminary investigation. Psycho Oncology, 10, 444-452. Crano, W. D., &Prislin, R. (2006). Attitudes and Persuasion. Annual Review of Psychology, 57(1), 345-374. Cronin, J., & Taylor, S. A. (1992). Measuring service quality: a reexamination and extension. Journal of Marketing, 6(July), 55-68. 146

© Center for Promoting Ideas, USA

www.ijbssnet.com

De Vroome, E. M. M., Stroebe, W., Sandfort, T. G. M., de Witt, J. B. F., & Van Griensven, G. J. P. ( 2000). Safe sex in social context individualistic and relational determinants of AIDS preventive behaviour among gay men. J. Appl. Soc. Psychol. In Press. Dulany, D. E. (1968). Awareness, rules, and propositional control: A confrontation with S-R behavior theory. New York: Prentice Hall. Edvardsson, B. (1998). Service Quality Improvement, Managing Service Quality Number 2 (ISSN 0960-4529 ed., Vol. 8, pp. 142-149): MCB University Press. Fishbein, M., &Ajzen, I. (2010). Predicting and changing behavior: The reasoned action approach. New York: Psychology Press (Taylor & Francis). Giles, K., & Pringle, S. D. (2004). Applications of a travelling wave-based radio-frequency-only stacked ring ion guid. Rapid Comm. Mass Spec, 18(20). Godin, G., &Kok, G. (1996). The Theory of Planned Behavior: A Review of Its Applications to Health-Related Behaviors. American Journal of Health Promotion, 11(2)(87-98). Hillhouse, J. J., Adler, C. M., Drinnon, J., &Turrisi, R. (1997). Application of Ajzen’s theory of planned behaviour to predict sunbathing, tanning salon use, and sunscreen use intentions and behaviors. J. Behav. Med, 20(365-78). International Cooperative Alliance. (2005). Co-operative History, from http://www.ica.coop/coop/history.html. Kaiser, F. G., Woelfing, S., & Fuhrer, U. (1999). Environmental attitude and ecological behaviour. J. Environ. Psychol., 19, 1-19. Lam, T., & Hsu, C. (2006). Predicting behavioural intention of choosing a travel destination. Tourism Management, 27(4), 589-599. Lee, & Turban, E. (2001). A trust model for consumer Internet shopping. International Journal of Electronic Commerce, 6(1), 75-91. Lount, J., & Robert, B. (2010). The impact of positive mood on trust in interpersonal and intergroup interactions. Journal of Personality and Social Psychology, 98(3), 420-433. Lutz, R. J. (1977). An Experimental Investigation of Causal Relations among Cognitions, Affect and Behavioral Intention. Journal of Consumer Research, 3(4), 197-208. Mooreman, C., Deshpande, R., &Zaltman, G. (1993). Factors affecting trust in market research relationships. Journal of Marketing, 57, 81-101. Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58, 20-38. Morrison, D. M., Gillmore, M. R., Simpson, E. E., & Wells, E. A. (1996). Children’s decisions about substance use: an application and extension of the theory of reasoned action. J. Appl. Soc Psychol., 26(1658-79). Mummery, W. L., Spence, J. C., &Hudec, J. C. (2000). Understanding physical activity intention in Canadian school children and youth: an application of the theory of planned behavior. Res Q Exerc Sport., 71(2), 116-124. Netemeyer, R. G., Andrews, J. C., &Durvasula, S. (1993). A Comparison of Three Behavioral Intention Models: the Case of Valentine's Day Gift-Giving. Advances in Consumer Research, 20. Norman, P., Conner, M., & Bell, R. (1999). The Theory of Planned behaviour and smoking cessation. Health Psychol., 18, 89-94. Norman, P., Conner, M., & Bell, R. (2000). The theory of planned behaviour and exercise: Evidence for the moderating role of past behaviour. British Journal of Health Psychology, 5, 249-261. Notani, A. S. (1998). Moderators of Perceived Behavioral Control's Predictiveness in the Theory of Planned Behavior: A Meta-Analysis. Journal of Consumer Psychology, 7(3)(247). Oh, H., & Hsu, C. H. C. (2001). Volitional degrees of gambling behaviors. Annals of Tourism Research. Othman, A., Kari, F., Jani, R., &Hamdan, R. (2012). Factors Influencing Cooperative Membership and Share Increment: An Application of the Logistic Rgression Analysis in the Malaysian Cooperatives. World Review of Business Research, 2(5). Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49, 41-50. Pavlou, P. A. (2003). Consumer acceptance of electronic commerce – integrating trust and risk with the technology acceptance model. International Journal of Electronic Commerce, 7(3), 101-134. 147

International Journal of Business and Social Science

Vol. 5, No. 12; November 2014

Quine, L., & Rubin, R. (1997). Attitude, subjective norm and perceived behavioural control as predictors of women’s intentions to take hormone replacement therapy. Br. J. Health Psychol, 2, 199-216. Quine, L., Rutter, D. R., & Arnold, L. (1998). Predicting and understanding safety helmet use among schoolboy cyclists: a comparison of the theory of planned behaviour and the health belief model. Psychol. Health Med., 13, 251-269. Reichheld, F. F., Robert, G. M. J., &Hopton, C. (2000). The Loyalty Effect – the Relationship between Loyalty and Profits.European Business Journal. 12, 3, 134. Rhodes, R. E., Courneya, K. S., & Jones, L. W. (2002). Personality, the theory of planned behavior, and exercise: A unique role for extroversion's activity facet. Journal of Applied Social Psychology, 28, 1393-1410., 32, 1721-1736. Richard, R., de Vries, N. K., & van der Plight, J. (1998). Anticipated Regret and Precautionary Sexual Behavior. Journal of Applied Social Psychology, 28(15), 1411-1428. Rise, J., Astrom, A. N., & Sutton, S. (1998). Predicting intentions and use of dental floss among adolescents: an application of the theory of planned behaviour. Psychol. Health Med., 13, 223-236. Rivis, A., &Sheeran, P. (2003). Descriptive Norms as an Additional Predictor in the Theory of Planned Behaviour: A Meta-Analysis. Current Psychology, 22((3)), 218-223. Rosenberg, M. J. (1960). A Structural Theory of Attitude Dynamics. Public Opinion Quarterly, 24, 319-340. Sheeran, P., Norman, P., &Orbell, S. (1999). Evidence That Intentions Based on Attitudes Better Predict Behaviour Than Intentions Based on Subjective Norms. European Journal of Social Psychology, 29(2/3), 403-406. Sheeran, P., & Taylor, S. (1999). Predicting intentions to use condoms : a meta analysis and comparison of the theories of reasoned action and planned behaviour. . J. Appl. Soc. Psychol., 29, 1624-1675. Sheppard, B. H., Hartwick, J., &Warshaw, P. R. (1988). The Theory of Reasoned Action : A Meta-Analysis of Past Research with Recommendations for Modifications and Future Research. Journal of Consumer Research, 15, 325-343. Sparks, P., & Guthrie, C. A. (1998). Self-identity and the theory of planned behavior: A useful addition or an unhelpful artifice. Journal of Applied Social Psychology, 28, 1393-1410. . Sparks, P., & Shepherd, R. (1992). Self-Identity and the Theory of Planned Behavior : Assessing the Role of Identification with "Green COnsumerism. Social Psychology Quarterly, 55(4), 388-399. Sureshchandar, G. S. (2000). Development of a framework for total quality service – the case of banks in India. Unpublished doctoral dissertation. Indian Institute of Technology Madras. Symons, D. D., Taber, L. C., Evenson, K. R., Leiferman, J., & Yeo, S. (2012). Physical Activity and Pregnancy: Past and Present Evidence and Future Recommendations. Res Q Exerc Sport, 83(4), 485-502. Taylor, S., & Todd, P. (1995). An integrated model of waste managient behavior: A test of household recycling and composting intentions.Environment and Behavior, 27, 603-630. Terry, D. J., Hogg, M. A., & White, K. M. (1999). The Theory of Planned Behavior: Self Identity, Social Identity and Group Norms. British Journal of Social Psychology, 38, 225-244. Trafimow, D., & Finlay, K. A. (1996). The importance of subjective norms for a minority of people: between subjects and within subjects analyses. Pers. Soc. Psychol. Bull, 22, 820-828. Verplanken, B., Hofstee, G., & Janssen, H.J.W. . (1998). Accessibility of affective versus cognitive components of attitudes. European Journal of Social Psychology, 28(1), 23-35. Vincent, P. C., Peplau, L. A., & Hill, C. T. (1998). A longitudinal application of the theory of reasoned action to women’s career behaviour. Journal Applied Social Psychology, 28, 761-778. Von Pischke, J. D., & Rouse, J. G. (2004). New strategies for mobilizing capital in agricultural cooperatives. Food and Agriculture Organization of the United Nations. Warburton, J., & Terry, D. J. (2000). Volunteer decision making by older people: A test of a revised theory of planned behavior. Basic and Applied Social Psychology. Zajonc, R. B., & Markus, H. . (1982). Affective and cognitive factors in preferences. Journal of Consumer Research, 9(2), 123-131. Zethaml, V. A., Berry, L. L., &Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31-46.

148